The Marketing Researcher as a Decision Maker: Myth or Reality?

The Marketing Researcher as a Decision Maker: Myth or Reality?

The stereotype persists that marketing researchers dislike and avoid decision responsibility; that they feel it increases conflict with marketing managers, who resent researchers seeking to enlarge their decision role. This study questions the image and the merits of a limited decision-making role f...

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Veröffentlicht in:Journal of marketing 1975-01, Vol.39 (1), p.2-7
Hauptverfasser: Small, Robert J., Rosenberg, Larry J.
Format: Artikel
Sprache:eng
Schlagworte:
Conflict management
Correlation coefficients
Decision making
Executives
Hypotheses
Management decisions
Management reports
Marketing
Marketing management
Middle management
Product management
Research design
Researchers
Responsibilities
Role conflict
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Beschreibung
Zusammenfassung:The stereotype persists that marketing researchers dislike and avoid decision responsibility; that they feel it increases conflict with marketing managers, who resent researchers seeking to enlarge their decision role. This study questions the image and the merits of a limited decision-making role for researchers. Implications are drawn regarding enhancing researcher job satisfaction and reducing role conflict with managers.
ISSN:0022-2429
1547-7185
DOI:10.2307/1250796